Diamonds, a woman’s best friend
…this advertising campaign that single handedly conditioned the masses for over a century to spend a fortune on diamonds, as a mark of purity and exclusivity.
While diamond Jewellery is nowhere to go, the general attitude of the populous, lately, has shifted towards a more realistic and economically viable direction.
Evermore brides are giving diamonds a ditch and looking for wider expression.
Outcome – the advent of a whole new world of High end fashion jewellery! From Corporate dinners to Beach wear to Cocktails parties to Mehendi ceremonies to coordinated look for Bridesmaids, Women are increasingly shifting towards other rocks and metals causing an industry wide shift in Jewellery demand and giving prominence to aesthetic value of jewels.
Image courtesy www.riyacollective.com via www.pinterest.com
This massive wave of change and a net-positive tonal shift in attitude of the Indian Wedding diaspora towards Arthouse jewellery houses has given a much needed boost to budding designers, creators, artists who otherwise found it impossible to be entrepreneurs without a large investor.
The surging acceptability factor of Fashion Jewellery can also be attributed to actresses, influencers and socialites who have been making style statements through earthy accessories adding an aspirational value to them.
Fashion jewellery has swept them all with its quirky charm, versatility and affordability giving way to a new world of Jewellery devoid of material boundaries.
Rockkragaa, is one such unique attempt that creates earthy Arthouse Jewellery on the backdrop of Hindustani Classical Music.
The brand offers a myriad of collections exploring various materials from Sterling Silver to semi-precious stones to brass enticing young students to corporate professionals to Brides.
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